NorthStar Agency Lands 40% More Media Placements
How a 14-person PR agency unified media outreach and campaign management — and secured significantly more coverage for every client.
The Challenge
NorthStar Agency managed PR campaigns for 20+ clients across tech, healthcare, and consumer brands. Cision handled media database and outreach, while Asana tracked campaign tasks and deliverables. Publicists toggled between systems all day — finding journalists in Cision, pitching via email, then logging results manually in Asana.
Media relationship history was trapped in individual Cision accounts, so when a publicist left, their journalist relationships walked out the door. Client coverage reports required hours of manual compilation from email threads, Cision analytics, and Asana task lists.
- Media relationship history tied to individual accounts, not the agency
- Pitch tracking and campaign tasks in separate systems
- Coverage reports took 4+ hours of manual compilation per client
- No way to measure pitch-to-placement conversion rates
The Solution
NorthStar migrated all client campaigns and media contacts to Dewx in three weeks, creating a unified workflow from pitch to placement with agency-owned relationship data.
GTM Hub — Media Outreach
Centralized media contact database with pitch tracking, follow-up automation, and placement logging.
Portal — Client Communication
Client-facing campaign updates, coverage reports, and approval workflows through unified portal.
CX Hub — Campaign Management
Campaign tasks, deliverables, and timelines tracked with team assignments and progress visibility.
Dew AI — Pitch Writing
AI-assisted pitch drafting, press release writing, and automated coverage report generation.
The Results
40%
More media placements per quarter
4 hrs
Saved weekly on coverage reporting
100%
Media relationships agency-owned
2 → 1
Tools consolidated into Dewx
Timeline
Migrated media contact database from Cision; configured GTM Hub for pitch tracking and outreach.
Migrated campaign projects from Asana; set up CX Hub templates for different campaign types.
Onboarded all 14 team members; activated Dew AI for pitch writing and coverage reports.
Placements up 40%; coverage reports generated in minutes instead of hours.
“When a publicist left, we used to lose all their media relationships. Now every journalist interaction is agency-owned and tracked. Our placements are up 40% because our follow-up game is finally consistent.”
Features That Made the Difference
Media Contact CRM
Agency-owned journalist database with interaction history.
Pitch Tracking
Log every pitch with automated follow-up reminders.
AI Pitch Drafting
Generate tailored pitches and press releases in seconds.
Placement Analytics
Track pitch-to-placement conversion rates per campaign.
Client Coverage Reports
Auto-generated coverage reports with media value metrics.
Team Workload
Balance campaigns and pitches across the PR team.
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